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Volume 10 No. 22

Marketing and Sponsorship

FC Barcelona and the Suning Company announced a three-year sponsorship agreement on Wednesday that makes China’s biggest retail chain for electronic and technology goods the club’s first Chinese sponsor. The partnership also involves a series of social and sporting projects. These include the promotion of sport among young Chinese people. In addition to typical benefits in such areas as marketing, image association rights and digital assets, Suning is planning to set up football camps and tournaments to foster the game in different Chinese cities. Other projects will involve the launch of a Barça microsite on the official Suning website (Barcelona).

French mobile device maker Archos "has signed a four-year technology partnership with the French Football Federation to accelerate football teams' use of digital resources and to support the company's marketing strategy," according to TELECOM PAPER. Starting on Jan. 15, Archos will supply the FFF with tablets used to produce digital match sheets for the around 18,000 football clubs in France. Archos "will also be an official supplier of the French men's, women's and youth teams starting in September." The financial terms of the agreement "were not disclosed" (TELECOM PAPER, 6/11).

Man City has announced a partnership with Jiwasraya. The two-year deal will see the state-owned company, which specializes in life insurance and financial planning, become Man City’s official insurance partner in Indonesia. As part of the partnership, Jiwasraya has the rights to produce TV ads with the club’s stars, in addition to featuring the club crest and player imagery in marketing campaigns throughout Indonesia. Jiwasraya clients will also get access to club’s hospitality suites at Etihad Stadium (Man City).

Twitter has released a FIFA World Cup video "encouraging consumers to use the service during the upcoming games," according to Bergen & Morrison of AD AGE. The video was created by Goodby Silverstein & Partners, and introduced a slogan, "Love Every Second," that will "likely appear in future brand marketing." Along with the video, which "is not slated to appear on TV," Twitter has introduced features "tailored to the Cup, including two hashtags to follow the matches and a re-introduced 'hashflag' -- an ability for users to display tiny emblems of the teams with three letters." All "hashflag" activity will then "be tallied up for a contest dubbed the 'World Cup of Twitter.'" The World Cup offers "an attentive, obsessive audience of die-hard fans in parts of the globe where Twitter has the most room to grow." Twitter also "released a version of its video" in Portuguese (AD AGE, 6/10). ADWEEK's Tim Nudd noted the spot "isn't creatively astounding, but it is well produced and does a nice job of reminding viewers to enhance their World Cup experience by connecting with friends -- and their favorite players and teams -- on Twitter." In the ad, this means "lots of people staring at lots of phones, which is never a good look in commercials, but that's balanced out by some nice animation of cartoon Twitter birds exploding from every kick of a ball and every tap of a touchscreen." Nudd: "Throw in a tweet from Pelé, a couple of Vine videos and a Japanese girl taking a selfie, and you've got a pretty good overview of how Twitter will be used over the next month" (ADWEEK, 6/10).

Handball Bundesliga (HBL) club SG Flensburg-Handewitt has signed a new three-year shirt sponsorship deal with furniture store Dänisches Bettenlager. The company's logo will be featured on the club's jersey through the end of the '16-17 season. Dänisches Bettenlager is replacing online betting provider as the club's shirt sponsor (SG Flensburg-Handewitt). ... Swiss watch brand TAG Heuer and Dempsey Racing have signed a long-term partnership beginning with this weekends' 24 Hours of Le Mans. TAG Heuer and Dempsey Racing, in partnership with Proton Competition, is competing in this year's race with team drivers Patrick Dempsey, Joe Foster and Patrick Long (TAG Heuer). ... Maria Sharapova will become the new face of Avon frangrance brand Avon Luck. The fragrance will launch in Europe in September followed by North America in October and Asia-Pacific in November (Avon). ... Conference Premier side Forest Green Rovers have named Puma as its official kit supplier (FGR). ... Mobile network Truphone has been named the official global supplier for mobile voice and data services of the Volvo Ocean Race. Truphone will provide global mobile services to emloyees of the event for 36 months (Truphone). ... League Championship side Birmingham City have named payment app Zapaygo as its principal partner for the next two years. Zapaygo will be on the club's kit through the '15-16 season (Birmingham City). ... Premiership side Harlequins "have signed a three year deal" with adidas "to produce their famous multi-coloured jerseys." Adidas will provide home, away and training kits for the '14-15 season, "as well as the club's Big Game 7 shirt" (London EVENING STANDARD, 6/11). ... Perry Ellis Int'l has entered into a license agreement with Creas Fashions, granting rights under the Ben Hogan brand in South Korea for men's and women's golf apparel. Creas will distribute product throughout South Korea in department stores, golf specialty stores and through home shopping (Creas).